As Brand Voice Lead and Narrative Strategist, I had to establish a unifying brand narrative that seamlessly connected our AI platform story to our premier event experience—translating Make it happen with Google AI into a messaging system that inspires builders, business leaders, and partners.
Narrative Strategy – Overall Event Next 25 wasn’t just a conference—it was a full-sensory brand expression. I led the end-to-end voice and messaging strategy across the event ecosystem, helping translate a complex product landscape into a cohesive emotional arc. This year, our story shifted from showcasing technology to sparking ambition. Make it happen became more than a tagline—it was a narrative bridge between platform positioning and lived experience.
Creative Approach – Keynote Film I led the creative approach and narrative strategy for the keynote film, evolving the brand voice from last year’s product-forward tone to a story rooted in emotional clarity and builder ambition. This wasn’t just an evolution in what we say about AI—it was a shift in how we say it.
We’ve always been told what’s possible—and what’s not. The diseases that couldn’t be cured. The disasters that couldn’t be predicted. The challenges that were simply too big, too complex, too much. But the world doesn’t move forward by accepting limits. It moves forward by questioning them, challenging them, defying them.
The film opened with this tension and then reframed it through the creative lens of Make it happen with Google AI. This wasn’t just a line—it was our voice mechanic, signaling a deeper truth: Google AI isn’t conceptual, it’s operational. We don’t just promise ambition—we enable it.
I shaped the narrative to move from what if? to why not?, centering builders and real breakthroughs rather than abstract capability. The tone was bold but human, confident but invitational. This was brand voice doing more than telling a story—it was redefining the posture of our platform in the AI era.
Key Contributions Led the development of foundational value propositions across core audiences—developers, business leaders, startups, and partners—aligning cross-functional stakeholders around a unified strategic narrative.
Directed the voice and messaging journey across all event touchpoints, from keynote to hallway banners to wild postings, ensuring narrative cohesion and emotional resonance at every layer.
Positioned Make it happen as a system, not a slogan—anchoring it in tone, structure, and messaging mechanics to shape how we speak about our AI platform across marketing, product, and brand.
Crafted and championed the event manifesto as the emotional spine of the experience, driving clarity and consistency across creative and experiential workstreams.
Results
32K+ attendees, making 25 the most successful Next ever
3K+ assets reviewed and produced
80% of attendees perceived Google Cloud as the leader in helping organizations benefit from AI
A +43 percentage point lift over OpenAI, Microsoft Azure, and AWS
I helped define the brand voice for Nike’s Play New campaign—crafting a narrative that reimagined sport as an act of courage, not just competition. Leading creative direction across scripting, messaging, and shoot, I ensured that every touchpoint reinforced the idea that sport isn’t about perfection—it’s about showing up. This campaign didn’t just launch—it challenged cultural perceptions of failure, turning it into a badge of progress.
View the films/work here:
I defined the brand voice strategy that set the foundation for how Google Cloud speaks about AI—aligning marketing, product, and executive leadership around a unified narrative. AI Today wasn’t just an anthem—it was a brand-defining moment that established Google Cloud’s leadership in enterprise AI. By creating a messaging framework that made AI feel clear, human, and inevitable, I ensured that this launch didn’t just introduce new technology—it shaped how Google Cloud communicates AI moving forward.
I led the brand voice strategy for Google Cloud’s boldest brand move to date—owning the Las Vegas Sphere during a major competitor’s premier event. This wasn’t just a media buy; it was a calculated disruption, crafted to dominate the conversation. I developed the messaging that made Google Cloud feel sharp, confident, and impossible to ignore, ensuring that our presence wasn’t just seen but felt. The result? A Bronze Cannes Lion and a cultural flex that proved Google Cloud plays on its own terms.
As Associate Creative Director and Lead Writer, I developed the voice and scripting for Google Assistant’s launch campaign featuring Chrissy Teigen—introducing John Legend as the latest voice of the Google Assistant. Tasked with blending product messaging and cultural relevance, I crafted scripts that made the technology feel effortless, funny, and unmistakably Chrissy. I worked closely with production teams to ensure that every moment felt organic, balancing brand storytelling with her signature wit. The result? A campaign that turned a product update into an entertainment moment—driving engagement, press coverage, and the kind of playful brand affinity Google does best.
I developed the messaging framework that redefined how Levi’s speaks about women’s success—shifting the focus from representation to reframing achievement itself. Instead of simply celebrating ‘women in leadership,’ the campaign challenged gender qualifiers altogether: ‘She’s not a female CEO. She’s a CEO.’ This strategic shift turned #IShapeMyWorld into more than a campaign—it became a statement on how language shapes power. The result? A global campaign across 32 markets, 50M+ organic impressions, and a brand message that didn’t just join the conversation—it redefined it.
Below you’ll find the upfront followed by the campaign assets.
I built the brand voice strategy that made milk belong in gaming. As Creative Lead, I didn’t just develop messaging—I crafted a narrative that reframed gaming as a high-performance sport. ‘Game is Sport’ became more than a tagline—it was a brand repositioning moment that challenged perceptions and placed milk in a space no one saw coming. By leading creative from strategy to execution, I ensured that every touchpoint—event activation, influencer engagement, and digital content—reinforced a voice that felt sharp, authentic, and built for Gen Z. The result? A high-energy brand moment that cut through gaming culture and turned milk into an unexpected performance fuel.
Check out coverage on The Drum:
Forget energy drinks: chocolate milk is the ‘performance beverage’ of TwitchCon
As Creative Lead, I built and executed the brand voice, messaging, and interactive experience that transformed Google Cloud’s McLaren Racing partnership into more than just sponsorship—it became a real-time competitive advantage. AI and cloud computing had to feel as fast, high-stakes, and precise as Formula 1 itself, so I designed the narrative and led the execution of an interactive game experience that let fans engage with Google Cloud’s technology firsthand. Working alongside my AD partner, I ensured that the digital storytelling, brand voice, and game mechanics felt dynamic, immersive, and undeniably McLaren. The result? A campaign that didn’t just talk about Google Cloud’s role in F1—it let people experience the speed and precision of AI-powered decision-making themselves.
As ACD and Lead Copywriter, I shaped the brand voice for Google Pixel 3a and led a team of five writers to scale it across digital, retail, and social. This campaign wasn’t just about launching a budget phone—it was about shifting the perception of what affordable smartphones could be. I built a messaging framework that positioned Pixel 3a’s AI-powered camera as a high-end feature at an accessible price point, ensuring that every touchpoint reinforced Google’s leadership in computational photography. The result? A campaign that expanded Pixel’s audience and proved that affordability doesn’t have to mean compromise.
As ACD and Lead Copywriter, I developed the brand voice, messaging, and creative strategy for Google Store’s Father’s Day campaign—ensuring that tech gifting didn’t feel transactional, but thoughtful and personal. While Google Store is a retail hub, I saw an opportunity to shift the narrative: Father’s Day isn’t about the latest gadget—it’s about giving him something that fits into his life.
I led the creative approach, shaping messaging that positioned Google’s devices as more than just products—they were tools to connect, capture, and make everyday moments easier. Whether it was a quick check-in with Nest, a shared playlist on a Nest Audio, or a Pixel camera capturing memories that matter, Google’s ecosystem wasn’t just helpful—it helped bring families closer.
The result? A campaign that turned Google Store’s Father’s Day offering into something more than a sale—it became about helping people find the right gift for the dad they know best.
As Associate Creative Director & Copywriter, I developed the creative strategy and concept behind Blue Shield of California’s brand campaign, Y-O-U—a manifesto-driven film designed to challenge how we think about self-care. Health brands often push wellness messaging, but few acknowledge the real cultural and emotional barriers to putting yourself first. I built the strategy around a simple but powerful idea: ‘Taking care of yourself isn’t selfish—it’s necessary.’ While I didn’t script the final film, the concept, strategic framework, and creative direction I helped shape ensured that every touchpoint—from visual storytelling to messaging—reinforced this belief. The result? A campaign that redefined self-care as an act of strength, not indulgence.
I built the brand voice and messaging strategy that helped Better.com change the way people think about homeownership. Buying a home is intimidating, filled with jargon and hidden hurdles—I developed a voice that made it feel clear, modern, and within reach. As Creative Director, I shaped the messaging that positioned Better as more than just a lender—it was a challenger brand giving homebuyers more power. The result? A campaign that didn’t just drive awareness—it redefined what homeownership sounds like in one of the most competitive real estate markets in the country.
Better Cash Offer
Context: The feeling of losing out on your dream home is incredibly emotional, but even more so today's hot housing market where cash is king. The Better Cash Offer program levels the playing field, making the American Dream of homeownership more accessible for everyone.
Insight: In today’s hot housing market, the best offer isn’t the highest offer, it’s a cash offer.
Idea: Buy your dream home with our $$.
Better Real Estate
Context: Texas is home to three of the hottest housing markets in the country, where homes sell in fewer than 30 days. Home sellers in Texas, and in markets across the country, will pay over $100 billion in real estate commissions in 2021 alone. The traditional brokerage commission model suppresses U.S. homeownership rates and reduces overall household wealth.
If you’re a home seller, a 6% commission on a $300,000 house will cost you $18,000. To put that into perspective, that 6% commission is equivalent to a year of tuition at a public university in Texas, a home renovation, a new car or a gym membership for 40 years.
Using a Better Real Estate Agent saves home sellers as much as 6% on their sale when we match them with any of the thousands of pre-approved buyers on Better’s platform.
Insight: Commissions are stifling the American dream of homeownership.
Idea: Absolutely zero commissions. Our salaried agents will buy or sell your home — for free. And 2.5x faster than the competition.
Strategy: Take over Dallas Morning News, Facebook, and OOH placements with audacious, but straight messaging that tells customers there’s another way to buy a home. That’s Better.
With a minimal budget, I led the creative direction for Angel City's annual "What Would You Brew?" contest, resulting in the innovative "Ramen Lager" concept. This playful and unexpected idea captured significant attention, earning a spot on Adweek's Best Brand Hoaxes list. My role encompassed concept ideation, branding, and overseeing the execution of this buzzworthy spot.
